The Siren

While developing the logo for the Siren, I explored various avenues. Some concepts seemed interesting on paper, but their execution deviated from the brief, and others were spot on. I'm presenting here the best of the bunch, and my thinking behind the design decisions.

To start off, I did research into the various letterforms created by pioneering modernists of the turn of the century; Laszlo Moholy-Nagy, Herbert Bayer, constructivists, and the Bauhaus collective. Bauhaus typography stripped letters of all ornamental elements, and reduced things to elementary essentials and used colour in a functional manner.

To capture the spirit of the avant-gardists I thought I could explore typography that rejects the classic system with regard to how typefaces are used and also to not be afraid to break some "rules".

I created a series of geometrically constructed letterforms inspired by their work, and mixed and matched weights and cases to create contrast and interesting rhythms around "The Siren". It was a tight line to walk, being edgy without looking too sci-fi-ish, but after running many experiments, there were some combinations that were clear winners.

The combination of custom-made lettering and shapes creates a striking logotype that is asymmetrically balanced, and is equal parts restraint and experimentation. Colour-wise, I chose the red pantone swatch used for hurricane warnings; much like a Siren from mythology, red can be both alluring and dangerous.

I also explored creating a logomark that could exist in combination with the logo, or in standalone applications such as on the spine of thin books. I was inspired by the Ulysees' encounter with the Sirens as depicted on the side of Greek vases; my intention was to create a Siren using the elementary shapes used to construct the various letterforms. Something, simple, striking and graphically bold.

While I think this is probably the best direction to go in for "The Siren", I did look at other ideas and concepts and will present the best of the alternatives below.

Playing off the idea that the Siren is a publishing firm to explore dangerous ideas, the "i" is flipped to create an exclamation point of warning!

While I was looking through paintings and images of mythological Sirens, I was seduced by the idea of sailors clambering over the edge of their boats, lured by the sounds of their harp playing, only to be met by watery doom. I worked out various ways to convey that scene in a simple fashion, using a capital S and while the concept looked good on paper, the execution perhaps feels too "nautical" in nature.

Going in the complete opposite direction, I looked at the other meaning behind the word siren, and created a logotype that emulates a doppler effect.

And finally, here's some bits and bobs from the explorations that were thrown about my art-board.